With the proliferation of digital screens in-car, in-home, in-wearables and more, the traditional linear marketing model no longer works. Marketers have endless opportunities to create personalized, meaningful engagements with consumers across all of these new touchpoints, yet many are still missing the mark.
In fact, recent DMA research asked marketers what was the most effective activity they could undertake. More than half responded, “Creating relevant and compelling content,” yet 40 percent said this was also the most challenging activity.
It’s time for marketers to adopt a new model that moves beyond fragmented, single-channel communications, and instead creates a dialogue with the customer at each touchpoint along the customer journey.